Marketing & Advertising Approach
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      2. Marketing & Advertising Approach

      What is share of voice (SOV)?

      Originally defined, Share of Voice (SOV) is a brand’s share of the advertising space in their product category, understood as a stand-in for brand awareness or market share.

      Share of Voice (SOV) was traditionally used by major brands as a standard metric, and used as a surrogate for brand awareness and market share. Brands determined SOV by dividing their advertising spend by the total ad spend for the product or service category.

      Share of Voice Formula

      A large SOV was able to dominate consumers’ immediate thoughts in a specific product category, such as purchasing a car, or laundry detergent.

      SOV Curve

      SOV Rule

      Addressable Market

      Learn more about Share of Voice (SOV) here.